Creative and Affordable Social Media Marketing Approaches in China

In recent years, social media has become one of the most essential and engaging yet challenging marketing tools. Many marketers face difficulties choosing the right platform, creating relevant and sharable content, building their reach, and developing a successful and efficient social media strategy. While SMEs may lack the resources and budget to execute social media campaigns on the same scale as multinationals and larger companies, there are many opportunities for SMEs to innovate and use creative approaches to build their brand and audience.
AustCham Beijing together with  American Chambers of Commerce, China-Britain Business Council, Australian Chamber of Commerce, Benelux Chamber of Commerce, and China Entrepreneurs bring together social media experts from different fields and perspectives to discuss how SMEs can utilize social media to generate ROI and grow their professional social media presence. Brad Burgess, Co-chair of AmCham China Marketing, Advertising and PR Forum and Associate Director at Burson-Marsteller, will moderate this event.
Event Agenda:
18:00 – 18:30      Registration
18:30 – 19:00      Presentations by
  • Thomas Graziani, Co-Founder of WalktheChat
  • Xiaodan Zhou, Head of Marketing, Marketing Solution from LinkedIn China
  • Joe Peng, Senior Director and Chief Digital Strategist, Burson-Marsteller

19:00 – 19:45      Panel Discussion (In addition to the speakers above)

  • Brad Burgess, Co-chair, AmCham China Marketing, Advertising and PR Forum, and Associate Director at Burson-Marsteller (Moderator)
  • Matthew Brennan, Co-Founder of China Channel
  • Benoit Reulier, Product Manager, EventBank

19:45 – 20:15      Q&A

20:15 – 21:00      Cocktail Reception

Date: Tuesday, 19th April 2016 (Click here to add this event to your outlook calendar or iCal)

Time: 6.00PM – 9:00PM

Price: 150RMB (Members) 250RMB (Non Members)

Venue: AmCham China Conference Center/ 中国美国商会

Address: The Office Park Tower AB, 6th Floor. No. 10 Jintongxi Road, Beijing/北京市金桐西路10号 远洋光华国际 AB座6层


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    Speakers & Panelists:

    Thomas Graziani

    Thomas Graziani, Co-Founder of WalktheChat

    Thomas is the co-founder of WalktheChat, a consulting and development agency dedicated to building innovative strategies and products for WeChat marketing and branding.

    WalktheChat is focusing on providing foreign companies with opportunities to penetrate the local market via WeChat. WalktheChat works both with large groups such as Nestle, the American National Football League or Arla, and with SME’s trying to enter the Chinese market. The focus of WalktheChat is to provide technological and marketing solutions via developing platforms and campaigns tightly integrated to the WeChat ecosystem and API.

    He previously was part of the marketing & strategy department of Schneider Electric in which he spearheaded the work on Smart Cities and Smart Grid for the company in China. Before joining Schneider Electric, he was a consultant at the Boston Consulting Group during which


    Joe Peng, Senior Director and Chief Digital Strategist, Burson-Marsteller

    Joe Peng is Senior Director and Chief Digital Strategist for Burson-Marsteller Greater China. He is an experienced Integrated Marketing Communications and PR professional specialized in digital communications, brand positioning and high-tech product communications. He was honored on the “China Digital A-List” by Campaign Asia-Pacific in 2014 and 2015, consecutively.

    Joe has been driving digital and social media efforts at B-M China since 2007, through leading development, planning and implementation of digital communications activities to industry-leading standards for diversified clients. Joe also focuses on leading clients in technology areas, providing strategic counsel on a full range of integrated marketing communications services. Clients Joe has worked on include Qualcomm, Motorola, HP, Dell, Intel, Haier, and he also conducted spokesperson skills trainings as a co-trainer to companies including Nortel, Ericson, HP, Shanghai Bell Alcatel-Lucent, PHLIPS, etc.

    Prior to his rejoining B-M, Joe was an Account Director at a Chinese IMC Services firm, providing strategic counsel to clients that align public relations, point-of-sales branding, channel communication, events and digital/social media. Joe began his career as a reporter for a business magazine in China.

    Joe holds a Bachelor of Engineer from the Beijing Institute of Technology. He has also completed a course from the China Europe International Business School (CEIBS)-Columbia Business School Joint Advanced Marketing Management Program.


    Benoit Reulier, Product Manager, EventBank

    Benoît Reulier is Product Manager at Eventbank, event-to-revenue SaaS platform. In charge of building a modern solution to empower organizations to build, manage and transform communities in an all-in-one engagement management software. He is graduated from Toulouse Business School and ENSEEIHT in France. Previously Benoît co-founded Unitag, a startup leader in Europe in QR Code marketing solutions, working with brands like Sephora, Spotify, Michelin or Spotify on mobile marketing campaigns.

    Brad Burgess

    Brad Burgess, Co-chair, AmCham China Marketing, Advertising and PR Forum, and Associate Director at Burson-Marsteller (Moderator)

    Brad Burgess is Director, for Burson-Marsteller China. Brad’s work focuses primarily on international communications and reputation management. Brad leads the international media team and oversees key client relationships including global communications for Chinese clients, clients in the education industry, technology and reputation management for a foreign government in China. Based in Beijing, Brad also drives relationships, new business and marketing for B-M China.

    Brad’s broad industry experience includes sovereign governments, economic development, education, technology, food, energy and chemicals, tourism, real estate, NGOs, and finance.

    His skill areas include reputation management, corporate communications, media relations, crisis and issues management, spokesperson development and engagement, executive communications, positioning and thought leadership, and internal communications.

    Brad launched the Burson-Marsteller Leadership Institute, a unique offering to build leadership capacity for communications practitioners and raise the value and awareness of marketing and communications among business leaders in China.

    Brad is co-chair of the Marketing, Advertising and Public Relations Forum at the American Chamber of Commerce China. He is also an advisor to INCLUDED, an NGO dedicated to making today’s cities more inclusive for migrant communities.

    A published writer in English and Chinese, Brad is a native of the United States but has lived in China for thirteen years and is fluent in Mandarin and literate in written Chinese.

    Brad has an M.A. in International Public Relations from Cardiff University, a B.A. in East Asian Languages and Cultures from Michigan State University and a B.A. in International Relations from James Madison College at Michigan State University.

    Brad lives in Beijing with his wife and daughter.


    Matthew Brennan, Co-Founder of China Channel

    Old China hand of 11+ years, Matthew works closely with foreign businesses helping to form and implement their strategy for WeChat. Matthew has many years experience leading teams in creating products for the China market. He has extensive experience in delivery of online/offline training and rich multimedia content.